CEOs shouldn't write. Not because they're useless at it, but because their time is better spent elsewhere. CEOs should be leading and doing, not researching and writing. But they should still (often) be the public face of the business; which is why ghostwriting has become commonplace.
That's fine (writers have made a good living from ghosting for decades). But the vast throughput of content required for a well-rounded content marketing campaign means that ill-qualified writers are often being forced into creating second-rate content which neither serves the writer, the CEO or the brand.
It's a big problem, it's one which only clarity and bespoke creation will solve, and it's one beautifully articulated in this piece from TechCrunch.